Not offering a 20oz?
Replies to This Discussion
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Permalink Reply by Kevin Ayers on
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Depends on your customer base. We max out at 16oz and it seems to be sufficient.
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Permalink Reply by Dennis McQuoid on
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I'm maxing out at 12 oz for hot coffee, 8 oz for espresso. The 16 oz cups will be for ice drinks only.
togo's = 4oz, 6oz, 8oz, 12oz, 16oz. My thought is by the time you get to the end of a 12 oz coffee it doesn't taste good.
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Permalink Reply by Jay Caragay on
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We started eliminating cup sizes just a couple of months after we opened in August 2006. Today we offer a 12z brewed coffee (from $2 to $13), 12z lattes, 6z cappuccinos and 16z cold coffees.
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Permalink Reply by James Liu on
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Where are you? In Chicago, dropping 20 oz at Intelly was hard, but in the end, it was fine.
And it's easier to not have it on the menu from the beginning than to remove it later and alienate people. I say be brave and top out at 12 oz for espresso beverages. 16oz for brewed coffee only.
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Permalink Reply by Chris on
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I was thinking of offering a 12 and 16 for brewed coffee. A 16 for lattes and a 12 or 16 for cappuccinos
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James-
Our shop (the first Spro) is in Towson, Maryland - a typical, suburban frappuccino land of flavored syrups and large coffee drinks. Eliminating the 20z cup was easy. Very little backlash. Eliminating the 16z cup was the doozy. Customer backlash was severe.
When we opened Spro Hampden earlier this year, we opened with only 8z & 12z cups. Much easier to simply start out than take things away.
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Chris. What Jay said. Open how you want to open. Much easier that way.
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Permalink Reply by Jason Shipley on
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Has anyone doe analysis on what eliminating the the larger sizes does to ticket average and how it affects net profit. From a quality standpoint it makes great sense but from a net profit standpoint does it hold up?
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I'd love to see it if anyone's done it before, but I don't think this can be done in any sort of controlled way. You'd have to know what your sales were going to be without the change in drink sizes.
I'm not going to tell anyone how they should run their business, but my feeling is the effect is rather minimal, though it's magnified because the people who don't like the change are going to pipe up.
Jason Shipley said:Has anyone doe analysis on what eliminating the the larger sizes does to ticket average and how it affects net profit. From a quality standpoint it makes great sense but from a net profit standpoint does it hold up?
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Permalink Reply by Brady on
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Seems like it would be straightforward for a currently-operating shop to do a what-if. Just take last week's data and replace all of the medium and large drinks with small ones. Use your current COGS for the smalls to work the cost number. Fixed overhead remains unchanged.
If you've priced your drinks correctly, your COGS percentage should be the same across all sizes. If it is, your net profit should be reduced by the elimination of the larger size.
If your COGS is out of whack and your margins are lousy on the larger size you might see no change or even an improvement... but you'd be better off by correcting your pricing.
Jason Shipley said:
Has anyone doe analysis on what eliminating the the larger sizes does to ticket average and how it affects net profit. From a quality standpoint it makes great sense but from a net profit standpoint does it hold up?
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Brady,
All of that may be true, but that doesn't take into account how people react to the change, whether people switch from 20s to 16s, or stop coming altogether, (I predict one thing will happen, but it may just not) and any downstream effects (Do people who used to get 12s switch to 8s? I've seen that happen) and do people visit more often because they get smaller drinks each time?
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